Three Questions to Ask Yourself Before Hiring a Copywriter
Hiring a copywriter is not for everybody.
With that in mind, answer these questions to find out whether you’re ready or not.
Question #1: Are you getting sales?
The copywriter’s primary job is to increase response… to get more sales from the same amount of potential prospects.
If your offer hasn’t produced any sales yet, what can be improved? Professionally written sales copy can’t multiply zero and get anything else except zero.
One of the fathers of modern advertising, Claude Hopkins, says this in Scientific Advertising: “The reason for most of the non-successes in advertising is trying to sell people what they do not want.” p. 225
Before you invest in a copywriter, make sure your market wants what you are offering. Use low-risk methods to sell the product or service yourself. See how the market responds.
If people respond to your offer, then you might consider hiring a copywriter to help maximize the response.
Question #2: Can you risk some money?
The reason the best copywriters command big fees is because they will often produce more than enough profit to cover their fees.
Still, not every effort is a success. Among many winning promotions, there are a handful of failures.
When you hire a copywriter, you are making an investment. Of course, your goal is to make back more than your investment — and you very well may get an amazing ROI.
But like all investments, some don’t pay off. This is why you must have some money to risk. Only you can determine whether the risk of hiring a copywriter is worth the potential reward.
Question #3: Do you test ad copy?
You can virtually guarantee the success of any offer by doing one simple thing: test it and improve it continually.
The purpose of a test is to determine what your market responds to best. Example: You decide to test two different headlines. The first headline converts prospects to customers at a rate of 4%. The second headline only converts 2%.
If you had not tested, and you had “gone with your gut,” you might have chosen the less effective version — and given up half of the potential revenue!
Testing does two things. First, it proves what works best. And, in cases where your opinion differs from your copywriter (or anybody else), it serves as the court where you can obtain a verdict.
So before you ever hire a copywriter, you should be committed to split-testing. This will tell you how well your copywriter is doing, as well as what works and what doesn’t.
Did you pass the “test?” If so, congratulations. Not only do you have an uncommon understanding about the nature of copywriting, you would probably do well to hire a copywriter.
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